Debra Goldman's Consumer Republic

Inspiration meets innovation at Brandweek, the ultimate marketing experience. Join industry luminaries, rising talent and strategic experts in Phoenix, Arizona this September 23–26 to assess challenges, develop solutions and create new pathways for growth. Register early to save.

F or years the consensus in the advertising research community held that kid consumers are just like adult consumers, only smaller.

Babies as young as 6 months old, one researcher has claimed, can form mental images of corporate logos and mascots. By age 4, many kids are able to differentiate between advertisements and other forms of information, according to no fewer than four studies conducted between 1981 and 1995. A 1995 study suggested that 57 percent of 6-year-olds know that ads are trying to sell them stuff, while one-third of kids that age qualify as genuine junior cynics who already question the credibility of ads.

AW+

WORK SMARTER - LEARN, GROW AND BE INSPIRED.

Spring Special

Save 30% Off an ADWEEK Subscription Today!

View Your Options

Already a member? Sign in